Marketing and PR for Events

Marketing and PR for Events 1
MARKETING AND PR FOR EVENTS
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Marketing and PR for Events 2
Question 1
Sales Promotion  This is a consumer-oriented tool that encourages sales through inducing
various marketing activities on direct consumers so as to allow them to
act quickly on either making repeat purchases or more substantial
purchases. Besides, sales promotion includes marketing activities that
aim to add value to products or services for a short period in order to
stimulate sales (Todorova, 2015, pg. 371).
 This promotional tool is composed of short-term incentives including
premiums, loyalty programs, coupons, price reduction, samples,
contests and mail-in offers (Promotion Mix, 2018). The incentives only
act as supplements and not substitutes for the benefits acquired from the
product.
 In events, sales promotion can be promoted through giveaways such as
free tickets or free promotional goods such as t-shirts or caps. These
free giveaways draw people and entice them to attend particular events
or do something since people love the feeling of acquiring things for
nothing. Giveaways have a positive impact on events.
Advertisements  This is a form of marketing communication that involves paying in
order for a message to be disseminated to many people at one time
regarding a brand (Promotion Mix, 2018). Advertisement seeks to
persuade or encourage a large audience to take a particular action.
 The message or idea in question may be disseminated through print
media, televisions, radio, videotape, web page, billboards or posters
(Sales and Marketing, 2018). Also, advertisement adds value to the
products, and the advertiser has control over the content being
advertised.
 In events, deciding on the type of advertisement to be employed is
crucial and different aspects should be considered. First, identifying the
audience to attract. Secondly, investigating the demographics to be
reached by the advertisement is also crucial (Hoyle, 2002, pg. 44).
 This is because marketing executives promoting larger events may
require broadcast media in order to reach both international and
national audiences. On the other hand, local events can be advertised
through local flyers or newspapers.
Public relations  It involves communication that is purposed to promote an
organization’s image or products through noticeable or measurable
effects (Todorova, 2015, pg. 371). The primary objective of public
relations is to influence public opinion or achieve an understanding

Marketing and PR for Events 3
with an audience.
 It promotes the value of an enterprise. Public relations may include
elements such as news conferences, publicity, and press releases. The
goal of public relations may vary depending on the role it plays. For
example, the creation of brand awareness, offsetting of negative
publicity or displaying the association of sponsors in an event (Hoyle,
2002, pg. 46)
 In events, public relation is a crucial aspect since it achieves something
advertisements, sales promotion or personal selling can’t achieve. This
is because it drives acceptance, cooperation, and understanding on the
audience in order to participate in an event. Public relations also assist
in discovering partner marketers who aid in marketing an event.
Personal selling.  This promotional tool seeks to achieve a personal presentation of ideas
to a client hence being able to persuade the client to make a purchase
(Todorova, 2015, pg. 371). This form of marketing acts as a support for
the other forms of the promotional mix while being supported by them.
 It is considered the most effective tool for creating buyer convictions
about an idea or product. Its relationship oriented since it seeks to
achieve a long-term commitment. In events, this tool can be useful in
certain settings. For example, when an agency coordinates an event, this
becomes an opportunity for personal selling of various brands to
different clients hence achieving the objective of the event.
Question 2
The inverted triangle plays a crucial role in presenting the essential elements of a story at
the beginning of a document (Inverted Pyramid, 2018). This model can be considered when
writing press releases for events since it allows the skimming of the most relevant information.
In writing a press release for an event, I would adhere to the following inverted triangle model
structure;
a) Main facts.